本研究藉由問卷調查的方式，針對30歲至65歲的消費者作為研究對象，對於有別以往現金給付的保險商品，保險公司改以提供物品或服務作為新型態之保險給付方式，透過不同層面去探究未來目標客群、購買意願之影響因素，以及了解消費者的接受程度與喜好方式，依據所得之研究結果，提出結論與建議，期望能提供壽險公司規劃出更貼近消費族群的保單內容及未來商品設計之參考基礎。 本研究結果如下:一、在人口統計變數方面，由分析結果得知，「性別」、「年齡」、「教育程度」、「婚姻狀況」等人口統計變數，對於實物給付保險的購買意願無顯著的影響。二、在消費者特性中發現「我喜歡嘗試新發明與新觀念」及「每隔三至五年(含)進行一次健康身體檢查」的消費者，對於實物給付型保險的購買意願具有顯著的正相關。三、實物給付型保險的六大給付態樣中，「殯葬服務」為消費者唯一接受能以實際服務為給付的態樣。目前多數消費者大多偏好接受「實物與現金混合給付」的方式，尚未完全能接受純「實物給付類型」之保險。四、在影響購買因素中，「我討厭『有錢買不到』的情況發生，所以我願意預付未來服務」與購買意願呈現正相關，表示越願意預付未來服務的消費者，其購買意願越高；而「我認為我目前擁有商業保險之保障已足夠」則與購買意願呈現負相關，表示其目前擁有商業保險之保障越足夠者，對於實物給付型保險的購買意願較低。Since August 2015, the Taiwan government has begun to allow the implementation of benefits-in-kind insurance by life insurance companies. The reason is that Taiwan society is faced with the problem of aging population and the low birth rate, and the government in nowadays Taiwan not only encourage innovation of policy, but also enhance the competitiveness of the insurance industry, which can help people share the economic pressure on families by the insurance product, and reduce the financial burden of the government in the future so as to exert the effectiveness of commercial insurance supplementary.

This study used questionnaires to investigate our research questions. Our sample is the consumer between the ages of 30 and 65 in Taiwan. Based on the insurance payment method in many insurance companies nowadays are mainly providing goods or services, compared with cash payments, we explored the factors that influence the consumers’ purchase intention, and understood consumers’ acceptance and preferences for the method. The goal of this study is to provide life insurance companies with a reference to develop the policies that are more relevant consumer groups, and product designs in the future.

Our results indicatea) no significant correlation between demographic variables and purchase intention on benefits-in-kind insurance.b) Significant positive correlation between the purchase intention of benefits-in-kind insurance and the consumers who preferred to try new inventions and new ideas, and take health physical examination every three to five years.c) In the six patterns of benefits-in-kind insurance, “funeral services” is an only acceptable services by the consumers; the consumers of insurance benefits mainly choose the way of “mixed cash and payment”.d) For the results of factors that influence the purchase intention, there is a significant positive correlation between the purchase intention on benefits-in-kind insurance and ” I hate the situation that I cannot buy goods at enough money, so I am willing to be paid in future services.”, which shows that the consumers who have higher the purchase intention on benefits-in-kind insurance with higher motivation to be paid in future services; a significant negative correlation between the purchase intention on benefits-in-kind insurance and “I think that I currently have sufficient commercial insurance protection”, which means the consumers who have lower purchase intention on benefits-in-kind insurance as compared with those who have the perception of sufficient protection on commercial insurance.